Launching 8BIT
The 8BIT Rental Platform marks a significant milestone in the fusion of technology and creativity for the filmmaking community.
We've successfully transformed my design into a vibrant, user-centric website that is currently operational and generating profit for 8BIT.
/ Goals
Simplify the online rental journey to improve user engagement and redesign 8BIT's brand identity.
/ Tools
Figma, Miro, GitHub
/ My Role
UXUI Designer
Product Manager
/ Timeline
Oct 2023 - Dec 2023
Impact
As the Product Designer of the E-Commerce platform for 8BIT Rental, LLC, I witnessed a remarkable increase in user engagement.
After the new platform shipped, the proportion of newly registered users who chose to rental equipment through 8BIT saw a substantial growth, surging from 10% to 60% within a span of one months, the user engagement rate also increased by 30%.
+50%
Conversion Rate
+30%
User Engagement
Mayday! Filmmakers Are Lost!
There are many options out there for New York City filmmakers, but they are not happy about their experiences. What happened and why?
I analyzed direct competitors and industry trends, focusing on user research insights to identify key areas for improvement.
Prices are not transparent.
In New York City, 8BIT Rental is navigating a competitive field alongside established entities like ShareGrid, Adorama Rental Co., and CSI Rentals.
None of them provides competitive and transparent prices or easy access to conversation.
Hard "Technical" Terms.
I interviewed total of 6 graduate film students who are based in the New York City and actively renting equipments for film shooting.
A clear user interface with knowledge support and price transparency is crucial for enhancing user satisfaction.
Jason, Found.
Based on the key insights, a primary user persona was created.
Let's Fight For Jason.
The process comprised several critical phases, including rebranding, content creation, and the development of functional features.
/ Logo Design
The 8BIT logo roots in the classic film color scheme of yellow and black, an iconic imagery associated with film.
This combination was to honor the industry's heritage while infusing it with a modern, pixel-style aesthetic that reflects the youthful and innovative spirit of 8BIT.
/ Color Palette
The main colors of black and yellow, directly mirroring the logo, set a bold and dynamic foundation for the brand's visual identity.
/ Typography
For the website and branding materials, the Lato font was chosen for its clean lines and contemporary feel.
/ "These technical terms are overwhelming…"
I dived into each equipment category and created sub-categories based on features and usage scenarios. Then I grouped equipment into each sub-category to help users understand how they could fit their needs.
As simple as one click, the desired equipment will be sorted out.
So I turned these…
Into this.
/ "Can't I just know the prices now?"
A significant user need identified during research was the desire for price transparency.
However, in discussions with the client, a key challenge emerged: direct price listings were deemed infeasible due to the potential for sparking price competition among stakeholders.
Wait, there must be a way to solve it.
Let's Ease Our Customers
Builds Trust through Transparency: By providing an estimated cost,
this openness builds trust, especially in an online setting where direct interaction is limited.
Encourages Engagement: The assurance of being contacted with the BEST PRICE acts as a call to action, encouraging users to proceed with their inquiries.
/ Searching
The search feature was enhanced with natural language processing to understand and anticipate user queries better.
Now, Test it!
Total Participants: 5
Number of Tasks: 2
Duration: 1 hour
Goals: Evaluate the rental process of renting the ARRI Amira Premium Camera Package and submit a request.
Methodology: Conducted both in-person and via video screen sharing.
/ Rent a camera
Success Rate:
100% could add the ARRI Amira Premium Camera Package to the cart and checkout,
User Feedback:
Users would like to send the dates that they need these equipment when checking out,
/ Submit a request
Success Rate:
100% could submit a contact form.
Continuous Improvements
/ Adding Date Picker
Before: Users found dates important for negotiating the prices and more efficient for communication,
After: Users were able to send the dates along with the equipment list, making it efficient for users and the company.
8BIT Said…
Despite the clients having a robust foundation in terms of equipment, there was a noticeable gap in their knowledge of creating an impactful digital platform.
Navigating through this gap demanded continuous dialogue across all stages of the project.
What I've Learned
/ Collaborating with Front-End Developers
Working closely with front-end developers introduced me to the unique challenges and rewards of blending aesthetic design with technical functionality.
By communicating the logic behind the user flows, functionalities, and interactions I envisioned, I acquired a deeper appreciation for the intricacies of transforming design concepts into real-world applications.
This partnership did more than just broaden my understanding of the design-to-development process; it equipped me with the ability to view my designs through a programmer's lens, guiding me towards solutions that are both aesthetically pleasing and pragmatically grounded.
/ Leadership and Project Management
This project served as a significant growth opportunity in leadership and project management.
Acting as the liaison between different departments, I ensured alignment and cohesion within the team. This role demanded regular check-ins, persuasive negotiations, and the ability to swiftly troubleshoot and tailor solutions to varied challenges.
Through this process, I've developed a keen sense for when to lead, when to listen, and how to harmonize diverse expertise towards a common goal.
Next Steps
/ Implementing the Chat Feature
Speed and Convenience: Users can discuss and finalize rental prices instantly, reducing the need for back-and-forth communications and speeding up the decision-making process.
User Retention: Direct negotiation on the platform keeps users engaged, reducing the likelihood of switching to competitors and increasing the chances of transaction completion.
/ Platform Innovation
Leveraging what we've built, the next step involves transitioning the platform to a mobile app to enhance accessibility for filmmakers.
This evolution will likely include integrating a delivery tracking service utilizing smartphone GPS capabilities, thereby adding a layer of convenience and efficiency for our users.
Get in touch